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ettitude is a direct-to-consumer sustainable lifestyle brand offering modern, eco-conscious bedding, sleepwear, and bath essentials made from their proprietary CleanBamboo™ fabric. Founded on the belief that comfort and sustainability can coexist, ettitude focuses on innovative textile development to create products that are gentle on the skin and the planet. Their signature bamboo lyocell fabric is known for its softness, breathability, hypoallergenic properties, and significantly lower environmental impact compared to traditional cotton or bamboo viscose.
Oversees global strategy, marketing, product innovation, e-commerce operations, and customer experience, with a strong focus on the North American market.
Likely a modern, open-plan office space designed to foster collaboration and creativity, incorporating natural elements and sustainable materials that align with the brand's eco-conscious ethos.
A dynamic, purpose-driven environment that values sustainability, innovation, customer satisfaction, and ethical practices. Emphasis on teamwork, creativity, and a passion for creating a positive impact.
The Los Angeles headquarters is pivotal for ettitude's growth in the significant US market and acts as the command center for its international brand development and operational scaling.
ettitude operates a global e-commerce platform, shipping its sustainable bamboo products to customers in numerous countries, including the USA, Canada, Australia, UK, and parts of Europe and Asia. Their global functions include international marketing and customer support tailored to various regions, and a supply chain with manufacturing partners in Asia. The brand actively engages with a worldwide community focused on sustainable living.
Specific street address not publicly listed
Los Angeles
California
USA
Address: Specific address not publicly listed
Serves as a key touchpoint for the Australian and New Zealand markets, maintaining brand presence and supporting regional logistics and partnerships.
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As of April 2025, ettitude' leadership includes:
ettitude has been backed by several prominent investors over the years, including:
In the last 12 months, ettitude has focused on strengthening its operational leadership, notably with the appointment of a new Chief Operating Officer to support its continued growth and scaling efforts.
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ettitude commonly uses the email format consisting of the employee's first name followed by '@ettitude.com'. This is a straightforward and frequently encountered pattern for the company.
[first]@ettitude.com
Format
phoebe@ettitude.com
Example
85%
Success rate
Forbes • September 7, 2023
Forbes featured an interview with Phoebe Yu, co-founder and CEO of ettitude, detailing her journey in establishing a successful multi-million dollar brand focused on sustainable bamboo lyocell bedding and her vision for the company's future....more
Byrdie • August 16, 2023
Lifestyle publication Byrdie reviewed ettitude's Waffle Bathrobe, highlighting its exceptional comfort, softness, and sustainable CleanBamboo™ material, naming it a top product....more
Inc. • March 29, 2023
Inc. magazine profiled ettitude founder Phoebe Yu, focusing on her innovative approach to creating luxury sustainable bedding from bamboo, disrupting the traditional home textiles industry with an eco-friendly alternative....more
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